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Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
Engaging the Mommy Audience with Mommy Blogs
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Engaging the Mommy Audience with Mommy Blogs

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This is my presentation from the 2011 Healthcare Marketing Strategies Summit in Orlando, FL.

This is my presentation from the 2011 Healthcare Marketing Strategies Summit in Orlando, FL.

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  • BTH – Examples of a couple of comments from visitors to the blog
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  • BTH – Shows Twitter followers growing the first few weeks of the promotion
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  • Transcript

    • 1. Engaging the Mommy Audience: Hospital Mommy Blogs<br />Brooke Tyson Hynes, Tufts Medical Center<br />Dan Dunlop, Jennings<br />March 27, 2011<br />
    • 2. Marketing to Moms<br />Market “with” rather than market “to”<br />Engage and allow for conversation<br />Communicate shared values<br />Must feel authentic<br />Provide value via the relationship<br />How do you enrich her life?<br />Sense of community - belonging<br />
    • 3. Social Networks &amp; Psychology<br />Social Networks: Supreme community building tools<br />A gift (and a potential curse) to healthcare marketers<br />The psychology of social networking:<br />The importance of connecting; sense of community<br />Allows one to create a more vivid personal brand<br />Sense of empowerment<br />Studies have shown that the brain reacts to social networking interaction as if they were in-person interactions (oxytocin hormone); Users get the same emotional benefit<br />Heightened feeling of trust, empathy and generosity<br />
    • 4.
    • 5. The Mommy Blog Phenomenon<br />Deep South Moms Blog<br />Organic and Green Mom Blog<br />Mile High Moms<br />A Mediocre Mom Blog<br />Frugal Mom Blog<br />American Muslim Mom Blog<br />Snarky Mommy<br />Crafty Mom Blog<br />Single Mom Blog<br />Agnostic Mom Blog<br />Ninja Mom<br />
    • 6. Understanding the Social Mom<br />http://tinyurl.com/4pqu2cp<br />
    • 7. Why does your hospital use social media ? Is there strategic intent?<br />
    • 8. Hive Marketing <br />Bringing together individuals with a shared interest (moms, for example)<br />Allowing them to share their passion<br />In the case of brand advocates, giving them a forum to express their support<br />Feeding them information that confirms their decision to support the brand<br />Activating them when needed<br />
    • 9. Important Vehicle for Segmenting Your Audiences<br />You are not speaking to a homogenous group<br />So to most effectively engage segments of your customer base, you can create vehicles that speak to them specifically<br />“Social media will prove to be the nail in the coffin of the one-size-fits-all customer experience model.” Robert Wollan &amp; Nick Smith<br />Mommy blogs are exactly that kind of tool<br />
    • 10. Building Up Equity for a Rainy Day<br />“Green Stamps” analogy<br />Market traditional services<br />Circumvent traditional media when necessary<br />Take messaging directly to audience, unfiltered<br />Allow for conversation and engagement<br />
    • 11. Twitter/Facebook/Blog Trifecta<br />Power of using these in tandem<br />Twitter’s ability to reach out<br />Facebook’s positive character, storytelling ability and group-building capacity<br />Blog: long-form storytelling; ability to establish a brand voice/personality<br />
    • 12. Hospital Blogs<br />Seattle Mama Doc<br />Wendy Sue Swanson, MD<br />
    • 13. Hospital Blogs<br />
    • 14. Hospital Blogs<br />
    • 15. Hospital Blogs<br />
    • 16. Branded Facebook Page<br />
    • 17. Hospital Blogs<br />
    • 18. Hospital Blogs<br />
    • 19.
    • 20.
    • 21.
    • 22.
    • 23.
    • 24.
    • 25. Merrimack Valley Moms<br />
    • 26. Merrimack Valley Moms Blog<br />How do we engage busy moms?<br />Lowell General Hospital &amp; Tufts Medical Center decided to start a mommy blog for the Merrimack Valley Region of Massachusetts.<br />Recruiting bloggers via a Facebook contest<br />The contest’s impact on Twitter and Facebook<br />Building community: Mommy Blogger Brunch<br />
    • 27. Merrimack Valley Moms<br />
    • 28. Facebook Promotion<br />Posted contest announcement to Facebook Wall:<br />Looking for 4 local moms to serve as bloggers<br />$250 prize and a position as a mommy blogger<br />Month-long promotion<br />Entries: write on our Facebook Wall and tell us why you’d be a great mommy blogger<br />Extended the contest to heighten interest<br />Selected 4 local moms and one employee of LGH<br />
    • 29. Facebook Promotion<br />Posted contest announcement to Facebook Wall:<br />Lots of engagement during the contest<br />Supporters of each of the blogger candidates would come to the site and voice their support<br />Drove Facebook likes and Twitter Followers<br />The announcement of the winners led to terrific press coverage<br />Each blogger brought her own group of followers to our new community!<br />
    • 30. Merrimack Valley Moms<br />Spreading the word via area Facebook groups<br />
    • 31. Merrimack Valley Moms<br />
    • 32. Feature from Lowell General’s newsletter<br />
    • 33. Mommy Blog Brunch<br />Purpose: create community<br />Encourage the moms to support one another<br />Comment on each other’s blog posts<br />Promote posts via Facebook and Twitter<br />Teach mommy bloggers how to use Twitter<br />Explain rules of engagement<br />Distribute the posting schedule<br />Video the moms for intro posts<br />
    • 34. http://tinyurl.com/4pqu2cp<br />
    • 35. http://tinyurl.com/4pqu2cp<br />
    • 36. Rules of Engagement<br />Keep it positive<br />Write about your life experiences<br />Avoid negatives – not here to critique local businesses<br />Generally avoid healthcare as a topic<br />Avoid becoming an expert<br />
    • 37. Blog Mechanics<br />Wordpress blog – very easy<br />Post 4 to 5 times each week<br />Moms submit word documents and photos<br />Marketing team edits and posts entries<br />We supplement with posts about local events and hospital events<br />Guest bloggers from the hospital<br />Marketing team approves comments<br />
    • 38. Blog Mechanics<br />Each new entry is posted to the hospital’s Facebook wall<br />We Tweet a link to each new post (LGH and Tufts Medical Center)<br />We created a hashtag to make it easy to follow the blog on Twitter (#mvmoms)<br />
    • 39. Engagement &amp; Results<br />What we’ve seen so far (9 months):<br />208 comments!!<br />13,273 visitors<br />Average 1,500 per month<br />50 visitors per day<br />15 hours per month to maintain<br />
    • 40.
    • 41.
    • 42. Merrimack Valley Moms<br />Examples of engagement <br />on Facebook<br />
    • 43. Results/Outcomes<br />Community - made up of our target audience<br />Vehicle for marketing service lines<br />Vehicle for marketing our affiliation<br />Press coverage – regional and industry-wide<br />Developed a model that can be sustained<br />Opportunity for year-round engagement<br />Deepened relationship with target audience<br />Enhanced social media presence across platforms<br />
    • 44. Results/Outcomes<br />LGH – now1,016Facebook followers<br />786 Twitter followers<br />Both grew significantly since contest started<br />128 click throughs for more info about Floating Hospital for Children<br />210 click throughs for more info about Lowell General Hospital<br />Blog’s top referrers have been Facebook, LGH website and Twitter<br />
    • 45. Merrimack Valley Moms<br />
    • 46. Merrimack Valley Moms<br />
    • 47. Merrimack Valley Moms<br />
    • 48.
    • 49.
    • 50. What We Learned<br />Succeeded in creating community<br />Need to expand that community<br />Bloggers vary in productivity<br />Need additional bloggers to sustain momentum and keep interest<br />Looking into a second contest to recruit more bloggers<br />Challenge securing guest bloggers from hospital – adding health content<br />
    • 51. SignatureMoms.com<br />
    • 52. Signature Healthcare<br />In affiliation with Tufts Medical Center<br />Brockton, Massachusetts<br />Lost connection with the community<br />Financial woes<br />Leadership transition<br />Suburban competitors<br />Lack of marketing infrastructure<br />No social media presence<br />
    • 53. Overall Ad Campaign<br />
    • 54. http://signaturemoms.com/<br />
    • 55. Supporting Print Ad<br />
    • 56. Supporting Bus Ad<br />
    • 57. Facebook Promotion &amp; Engagement<br />
    • 58. Facebook Promotion &amp; Engagement<br />
    • 59. Facebook Promotion &amp; Engagement<br />
    • 60. http://tinyurl.com/4pqu2cp<br />
    • 61. http://tinyurl.com/4pqu2cp<br />
    • 62. Blog Traffic<br /><ul><li> 1,154 visitors during first 6 weeks (contest period)</li></li></ul><li>Blog Traffic<br /><ul><li> 2,999 visitors during first 11 weeks </li></li></ul><li>Early Facebook Demographics<br /><ul><li> 204 Facebook fans during first 6 weeks (contest period)
    • 63. 25,160 post views, 252 post comments/likes</li></li></ul><li>Rapid Twitter Growth<br /><ul><li>328Twitter followers by end of contest
    • 64. 604updates</li></li></ul><li>Measure of Online Influence<br />
    • 65. <ul><li> Daily News ReTweeted201times; 281 online views
    • 66. http://paper.li/SignatureHlth</li></li></ul><li>
    • 67.
    • 68.
    • 69. Questions:<br />Should the mommy blog have its own Twitter feed?<br />Facebook page?<br />What are the opportunities to further build community in real life – in conjunction with the mommy blog? Events? Seminars?<br />Should you allow advertising on the site?<br />
    • 70. Other Types of Blogs to Engage Different Constituents<br />
    • 71.
    • 72. http://www.msnbc.msn.com/id/9889617/<br />
    • 73. Contact Information<br />Brooke Tyson Hynes, Tufts Medical Center<br />BTysonHynes@tuftsmedicalcenter.org<br />Twitter: @TuftsMedicalCtr<br />Dan Dunlop, Jennings<br />ddunlop@jenningsco.com<br />Twitter: @dandunlop &amp; @JenningsHealth<br />Blog: http://thehealthcaremarketer.wordpress.com<br />

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